Samsung becomes top handset player in India

Samsung becomes top handset player in India

Last Updated: Wed, Aug 21, 2013 04:03 hrs

South Korean consumer electronics giant Samsung Electronics has emerged as the No. 1 mobile handset company in India with a 31.5 per cent marketshare in terms of value in the year ended March 31, 2013, dethroning its Finnish rival Nokia (27.2 per cent).

This was revealed by the 18th annual survey of Voice & Data (V&D) on Tuesday. The study covered more than 30 mobile handset companies operating in India across categories such as feature phones, multimedia phones, enterprise phones and smartphones.

While Samsung’s value marketshare has increased from 25.1 per cent in 2011-12, Nokia’s marketshare (value terms) has dipped from 38.06 per cent during the year, according to the survey. Samsung’s overall marketshare was 32.5 per cent in terms of volume, and 45.4 per cent in terms of value at the end of June 2013, the data showed.

The V&D study also said home-grown Micromax has secured the No. 3 slot with a 8.72 per cent marketshare (value terms) in FY13, up from 6.3 per cent during the previous year.

The total revenue of the Indian mobile handset market stood at Rs 35,946 crore in 2012-13, compared with Rs 31,330 crore the year before, an increase of 14.7 per cent. “This was mainly due to the increasing uptake in smartphones by the Indian consumers,” V&D said.

Samsung’s rise in the Indian market is attributed to its rich product portfolio that was able to cater to customers of all budget categories, noted the report. During 2012-13, Samsung’s revenue from mobile handset business stood at Rs 11,328 crore, up 43.2 per cent compared with Rs 7,891 crore in the previous year. In a statement, Nokia said: “Nokia does not comment on country-specific market share data. That said, we are in a transition and are executing our strategy with urgency and at a new clock speed, even while operating in a fierce and fast-moving industry. We are happy with the progress we are making. In less than two years. We are competing at every price point with better mobile experiences and continue to see positive momentum in the market.” A Samsung spokesperson did not want to comment on this.

Nokia’s drop in market share started when the company failed to sense the need of a dual-SIM phone for the Indian consumer, and the same was tapped by the Indian players ahead of global players like Nokia, according to the survey.

Though Nokia’s Lumia series phones witnessed huge growth globally in the initial phases, the Indian performance has been somewhat lukewarm, it added.

“The rise of smaller local players like Micromax, Karbon, Lava, and Zen is a clear indication that consumers want cheaper feature rich phones. The next phase of mobile penetration in the bottom of the pyramid India will be driven by these companies”, Ibrahim Ahmad, group editor of V&D said.

Interestingly, Apple has witnessed 417.2 per cent growth in value in India with revenue going up to Rs 1,293 crore in FY13 from just Rs 250 crore in the previous year.

“In the last fiscal, the company made some disruptive changes in its sales strategy which paid off. Appointing Ingram Micro and Redington as the national distributors for their entire sales, and offering EMI schemes to the consumers to buy the most coveted Apple product changed the game for them. The company now enjoys 3.6 per cent market share in India with the smallest number of handset models in its portfolio,” noted the study.

Company Total handset sales value in FY11-12 Total handset sales value in FY12-13 Value marketshare in FY11-12 Value marketshare in FY12-13
Samsung 7891 11328 25.18672199 31.51393757
Nokia 11925 9780 38.06255985 27.20747788
Micromax 1978 3138 6.3134376 8.729761309
Karbonn 1327 2297 4.235556974 6.390140767
Apple 250 1293 0.797957229 3.59706226
Total market size in value terms 31330 35946    
Revenue in Rs crore, marketshare in%  
Source: Voice&Data Survey of Indian Mobile Handsets Market 2012-13

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